Andy Morton

Star "creatives" get their feet under the boardroom table

By: Andy Morton - 8 February 2013 16:17

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Anheuser-Busch Inbev announced today that Justin Timberlake is joining its Bud Light Platinum team to help the brand with “creative insights”.

We at just-drinks don't know whether the former boy-band star turned serious actor/musician is tasked with bringing the sexy back to Bud Light (that's the obligatory Timberlake song reference out of the way, in case you didn't notice), but it does highlight a corporate shift in the way famous faces are being used to market wares. No longer is it enough to appear on the product and in the TV ad, today's stars require a corner office and a key to the executive bathroom. 

Yesterday, celebrity designer Marc Jacobs signed up with Diet Coke and for some time now Mark “Marky Mark” Wahlberg has been plugging away on behalf of Aqua Hydrate water (he's even part-owner). 

The idea is they can bring their unique knowledge of the cultural landscape to the table, presumably blasting a down-with-the-kids shock of fresh ideas through the dusty corridors of corporate HQ.

Oh, and they also appear in the TV ad.

 

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